Vitabiotics Wellness Score

Brief:

The concept behind the Wellness Score tool was to help Vitabiotics’ consumers understand their own wellness, as well as how to maintain and improve it. The Wellness Score tool invites the user to input anonymous information about their lifestyle by answering 12 questions. The tool then calculates their ‘Wellness Score’, ranging from 1-100 based on a unique matrix.

Using this score, the tool automatically suggests further resources to help the user improve or maintain their score, to keep them feeling well.

Action Plan:

• Research & Planning
• Design & Development
• Outreach & Digital PR
• Supporting Content Onsite & Offsite
• Paid Social Media Services

We designed and developed the Wellness Score, an evergreen interactive calculator providing users with their very own ‘wellness score’ based on the answers they provided. The tool was an additional element to the campaign work we had been carrying out for Vitabiotics.

We formulated a link acquisition and digital PR campaign with targeted ideation and feature pitching to a wide variety of high-quality publications. The Wellness Score was not only a vital part of our link acquisition strategy for Vitabiotics, but we also weaved this into our onsite content strategy for them in order to deliver engaging blog content, designed to resonate with Vitabiotics’ target audience and drive traffic from longtail search queries.

Results:

We launched the Vitabiotics Wellness Score interactive quiz live on 16th August 2016, during ‘Healthy Eating Week’. We did this to work in tandem with our outreach and digital PR campaigns which targeted the relevant publications at a time where they were looking for content to support their editorial calendar. A vital component when so many other companies are competing for the same coverage.

During launch week, the Wellness Score had a total of 1,000 page views with a 15% click-through rate (CTR) to a Vitabiotics product page and we achieved 15 high-quality linked pieces of content in the first 3 months. In the first 12 months of the Wellness Score interactive content piece, there were 50,000 unique completions with overall traffic to the Wellness Score accounting for 8% of the total traffic to Vitabiotics during this period.